Ishmael's Corner

APRIL 14, 2015

Will Advertising Disappear? This response on revenue generation particularly caught my attention: “The Economist has taken the view that advertising is nice, and we’ll certainly take money where we can get it, but we’re pretty much expecting it to go away. But essentially it’s not straightforward display advertising.

Advertising 60

Advertising Advertising Storytelling Journalism 60

ImPRessions - Crenshaw Communications

MAY 1, 2018

Contributed articles bylined by a key executive are part of any PR program that emphasizes thought leadership. Within a thought leadership campaign, B2B bylines should offer value to the reader. In general, a thought leadership piece is not an advertisement. How to prep and pitch a byline. Don’t be commercial.

B2B 147

B2B Leadership Customer Service eBook 147

ImPRessions - Crenshaw Communications

SEPTEMBER 13, 2018

A company’s sales and marketing teams should consider PR as a lead-generation tool that can work in tandem with business development and paid advertising. If a CEO offers expert commentary – or a byline or guest blog post in a key media outlet, that content can earn valuable visibility and leadership positioning for the organization.

SEO 125

SEO Case Study Conference Retail 125

ImPRessions - Crenshaw Communications

JUNE 10, 2016

As more brands forego traditional advertising but increase overall PR spend, communications partners need to be integrally involved with brand culture, messaging, sales strategy and the industry landscape. Thought leadership events. For a real dash of schadenfreude, check out these examples of what not to do. Long-form content.

Media Relations 120

Media Relations Agency Media Training Media 120

Beyond PR

NOVEMBER 9, 2016

Product collateral, email, social media, demo videos, advertising, press releases and events are all common product marketing tactics. But what about thought leadership content like blog posts and white papers? Ask these five questions to help plan effective thought leadership content for your product launch.

Product Launch 85

Product Launch How To Leadership Analytics 85

Sword and the Script

FEBRUARY 16, 2021

Employers are more believable than government, media reporters with named sources, major corporations, media reports with anonymous sources, advertising and “my social media.”. Don’t mash case studies, white papers, webinars, press releases and blog posts together. Thought leadership requires actual thought and leadership.

Government 136

Government Survey Ethics Media 136

Sword and the Script

MAY 21, 2024

Top channels include search (13.6%), social advertising (12.2%) and digital display advertising (10.7%). These are usually rolled out with a white paper or manifesto – mapping the introduction of a new technologies. According to the survey: “Digital dominates a growing share of paid media spend, taking 57.1%

Agency 107

Agency Survey B2B Media 107

Sword and the Script

OCTOBER 22, 2019

I suspect, given the company Kantar keeps, the survey sample is heavily weighted towards advertisers, but still, the thinking is useful. Consider these sources: Paid social media – idea for growing exposure of existing thought leadership content, growing subscribers and showcasing your earned media. 16% on marketing analytics. “As

Marketing 65

Marketing Survey Study B2B 65

Cision

APRIL 6, 2016

They’re bombarded every day with content, advertisements and information. Learn top tactics with Cision’s free white paper! Others refer to this as employee advocacy, and it can come in many forms to include thought leadership, customer support, social selling, etc. So how can you set your brand apart?

Employee 120

Employee Storytelling Content Marketing Leadership 120

ImPRessions - Crenshaw Communications

JUNE 28, 2017

In fact, it’s at its best when a company or brand is truly innovative, or a category creator – think Starbucks, which relied on its own storefronts, and plenty of earned media coverage, rather than advertising in its early years. Or consider today’s innovators – brands like Casper, Uber, and Amazon.

Publicity 255

Publicity Storytelling Automotive Software 255

Cision

OCTOBER 27, 2016

As I explore in my new white paper Master the Mix: Amplify Your Campaigns Results with Earned Media , consumers are becoming increasingly resistant to advertising and losing confidence in brands which decreases the effectiveness of owned media. Demonstrate your value through thought leadership and engaging multimedia content.

Marketing 120

Marketing Financial Analytics Strategy 120

Beyond PR

DECEMBER 5, 2017

You have two options: Promote through paid media (pay-per-click advertisements & sponsored posts). Nearly 100 percent of B2B buyers want content with more input from industry thought leaders, and white papers fulfill your target audience’s desire. Promote via earned media (media coverage & social mentions).

Infographics 72

Infographics Case Study Video Survey 72

Beyond PR

APRIL 3, 2018

It’s filled with rich content such as product marketing, multimedia, blog posts, white papers, upcoming events, etc. Including multimedia is more than simply advertising. 3) Thought Leadership. How are you engaging audiences outside of your owned spaces and driving visibility back to your company’s website and blog?

Strategy 72

Strategy Education Resources Examples 72

Sword and the Script

MARCH 19, 2018

Respondents said storytelling, content marketing and thought leadership will be more important over the next 12 months. Specifically, the survey found storytelling, content marketing and thought leadership topped the list of more than 20 tactics or trends related to PR in terms of importance. 67% said thought leadership.

Survey 71

Survey Trends Communications Storytelling 71

Sword and the Script

JULY 24, 2018

This is what I call going from hello-to-marriage-proposal in a white paper download. They wanted the white paper. If you’re going to just slap the introduction to a white paper up as a blog post with a lead form, save yourself the effort and forget the blog and just make the lead form.

Content Marketing 63

Content Marketing B2B Marketing Exercises 63

Beyond PR

MARCH 6, 2018

Considering the culmination of traditional advertisements (newspaper, TV, radio and billboards) and digital advertisements (banner ads, pop-ups and sponsored posts), how many advertisements a day do you think you’re exposed to? Annoyed and overwhelmed, consumers are fed up with intrusive advertising and sales tactics.

Strategy 67

Strategy How To B2C Content Marketing 67

Beyond PR

APRIL 19, 2016

“A brand needs to become a regular part of the social conversation to understand and serve its audiences,” writes Victoria Harres, VP of strategic communications and content at PR Newswire and author of the white paper Tips for Creating a Press Release that Maximizes Social Sharing.

Social Media 40

Social Media Marketing Media Nonprofit 40

Cision

NOVEMBER 3, 2016

This experience could be why, as PR Moment states, those working in marketing, PR and advertising are more likely to let their online and IRL (aka ‘in real life’) lives merge, while also being more adept at maintaining a perspective that positions both aspects favorably.

Social Media 120

Social Media Media Reputation Training 120

Sword and the Script

MARCH 10, 2019

My hypothesis is that PR agencies – and its siblings in marketing and advertising – are entering the early stages of a similar trend. 1) Storytelling, analytics and thought leadership are the top PR tactics and trends. white papers (36%). Below are some of the findings that I found especially noteworthy.

Survey 96

Survey Media Relations Corporate Communications 96

Shift Communications

MAY 14, 2015

We’re constantly pushing clients and prospects to embrace elements such as Google Analytics, Twitter advertising, measurement beyond pure clicks and the like. Using a variety of tools like Ghostery and BuiltWith, I took a look at the advertising and analytics tools these companies use on their sites.

B2B 60

B2B Marketing Construction Analytics 60

Cision

NOVEMBER 27, 2015

White papers or blog posts that answer questions professionals you are targeting may be too embarrassed to ask. Run pilot campaigns on a variety of advertising channels like Google, LinkedIn and Twitter. Take elements of your best thought leadership materials and turn them into blog posts. Test paid ad channels.

Strategy 120

Strategy How To Data Infographics 120

Sword and the Script

OCTOBER 6, 2015

B2B Customers Want Thought Leadership. In terms of effectiveness, the top five tactics included in-person events (75%), webinars (66%), case studies (65%), white papers (63%) and videos (62%). Social advertising is a necessity for effective distribution – the future of social media is path paved in payment.

Content Marketing 60

Content Marketing Survey B2B Marketing 60

Contently - Strategy

SEPTEMBER 10, 2020

When we look at what’s important to us from a solutions perspective—monetization, advertising, identity—all of our content is based off of those three pillars. It’s huge for us and plays a key role in our marketing strategy. It’s a lot of what we do on the marketing side. I agree with that so much.

Branding 102

Branding Brand Marketing Facebook 102

Cision

AUGUST 26, 2015

Social is branding, but unlike traditional advertising—it’s more human. Skill up your brain w/ Marketing White Belt: Basics of Digital Marketing: [link] pic.twitter.com/4HqL4LZWiS — Christopher Penn (@cspenn) March 13, 2015. Click here for our free live-streaming white paper! Ted Coiné – @tedcoine.

Social Media 120

Social Media Twitter Media Nonprofit 120

Beyond PR

MARCH 17, 2016

Budget-friendly tip: Social media advertising can be as affordable or expensive as you make it. Content types that can spread your message to new audiences include blog posts, white papers, instructional how-to videos and press releases. Content Marketing.

Marketing 40

Marketing Small Business Web Nonprofit 40

MaccaPR

DECEMBER 19, 2016

For content marketers seeking to generate leads from that new blog post, white paper, case study, event, infographic, research report, or webinar, here are 33 ways to ensure that your content is found, downloaded, clicked-on and consumed. Does your white paper offer provocative new viewpoints on an industry topic?

Marketing 48

Marketing Content Marketing Pinterest LinkedIn 48

MaccaPR

MARCH 7, 2016

When your brand is mapping its media outreach strategy, it’s easy to get hung up on the usual suspects: public relations, paid advertising, social media and content marketing. If you’re already creating content for the masses — whether an infographic, video, case study, blog post, white paper or e-book — view the newsroom as an aggregator.

How To 48

How To Media Print Real Estate 48

Beyond PR

AUGUST 9, 2016

Digital advertising and cross-promotion of content across owned channels: also useful, but still not enough. In particular, it’s the recommended approach for promoting gated white papers and other demand generation content. But with so many other brands also using content marketing, the task can seem Sisyphean at times.

Content Marketing 40

Content Marketing Marketing SEO Web 40

Sword and the Script

JANUARY 3, 2017

Like the famous Rolls Royce advertisement: ‘At 60 miles per hour the loudest sound was the ticking of the electric clock.’ Such concepts as newsletters, white papers, informative seminars, and other material intended to be useful are very old. Erik Sherman, freelance journalist and writer. In one sense, it’s not new.

Journalism 61

Journalism Content Marketing Creativity Leadership 61

Doctor Spin

APRIL 17, 2023

Write a white paper or research report on a topic related to your industry. The New Gold Standard: 5 Leadership Principles for Creating a Legendary Customer Experience Courtesy of the Ritz-Carlton Hotel Company. David should leverage the surprise element and not advertise his advantage beforehand. McGraw-Hill Education.

Strategy 52

Strategy Customer Service Airlines Hotels 52

Beyond PR

AUGUST 3, 2016

And, as our white paper Expanding Engagement & Inspiring Action with Your Next Product Launch explores, an opportunity to establish your company as a credible industry influencer. These ambassadors become product experts and in some cases help create thought leadership content around the product. ”.

Content Marketing 40

Content Marketing Marketing Product Launch Analytics 40

Sword and the Script

DECEMBER 13, 2016

Given advertising deadlines, buying ad inventory is usually much smoother if you plan both content and budget for it in advance. Usually, webinars conducted for thought-leadership purposes are best as the basis for contributed articles. 12) Use it as a basis for a white paper.

B2B 60

B2B Infographics Interviews eBook 60

Cision

AUGUST 17, 2015

This in turn affects the likelihood of consumers buying into your advertising and PR efforts. Thought leadership should be part of every company and should include information from communication professionals and other workers. Learn how to respond with our white paper! Trust is an important concept in commerce.

Study 120

Study Engineering Mobile Crisis 120

Cision

MAY 21, 2015

Jaffe Juice is an industry thought leader and author of Life after the 30-second spot, Joseph Jaffe’s unshackled, uncensored and uninhibited dialogue on the subjects of new marketing, advertising and creativity. 29) John Dennis. Smart Time Online. 39) Donna Papacosta. Trafcom News Podcast. 42) Andrew Youderian. eCommerce Fuel.

Social Media 120

Social Media Marketing Pinterest Media 120

Beyond PR

APRIL 12, 2016

According to the white paper, How to Drive Maximum Returns on Content Marketing with Effective Distribution , earned media is 80% more effective than owned media (i.e., Buyers are increasingly ignoring traditional advertising and spending more time researching purchases online. Build trust and credibility.

Content Marketing 40

Content Marketing Marketing Media Reputation 40

ZudePR

MAY 31, 2015

. “I could envision the benefits, as a Canadian and a female (the outsized-represented gender in the PR industry workforce, but under-represented and appreciated in terms of formal senior roles, both in-house and agency, as well as thought leadership) in joining this initiative at the front end. Conclusion.

Communications 81

Communications How To Blogging Content Marketing 81

PR Conversations

APRIL 21, 2016

Even in smaller organizations, many recognize that “employee engagement” (related to where staff feel their individual contributions are valued) results in healthier work environments and trust in leadership, higher job satisfaction, increased productivity and staff retention. These messages generally have been one-way and asymmetrical—i.e.,

Employee 40

Employee Internal International Corporate 40